Every year, BIMA celebrates 100 of the people who are leading the industry right now. We’re not talking about work and projects – we’re talking about the leaders, pioneers, entrepreneurs and changemakers – the people we look up to. In the BIMA100 Voices series, LBB is publishing enlightening conversations with these inspiring people.
Rob Goodwin is chief data officer at MSQ. Here, he discusses the joy he finds in seeing data and insight combine to deliver a creative experience, and the challenge he finds in distilling the complex and unreachable into achievable capabilities and goals.
Tell us about your career path – what led you here?
I have had deliberately broad experience over the years, specialising within the data and tech marketing industry to build diverse and expert capabilities. I strive to continuously learn and have had the privilege of working for and with some of the world’s largest and most aspirational businesses. My passion lies in the understanding and delivery of the full end-to-end marketing ecosystem, especially how data and insight powers audience understanding, measurement, creativity and experiences.
My career started with a grounding in hands-on analytics, data, execution and consultancy client side. I then moved media side to build my knowledge of targeting and channel capabilities. And finally, I shifted into creative and CRM agencies to understand big production, brand consultancy through to one-to-one communications and experience design, using data to deliver actionable insight and marketing effectiveness, across a varied and incredible repository of client sectors and brands.
Who has been your greatest inspiration/mentor to date and why?
This is a hard one. I have been incredibly lucky enough to be a part of many great data and strategic teams in my career having worked with many inspiring people within my direct teams, peers and clients.
However, if I was pushed to pull on the source of my inspiration I would have to say my parents. I come from a highly competitive, hardworking, no nonsense (and sometimes very sarcastic) family, who have always provided me the building blocks to be logical, and outcome driven, which I believe is why I strive for solutions by cutting through the noise and complexity in the marketing industry, hopefully with a laugh along the way.
What gets you out of bed in the morning? What do you love about what you do?
For me it’s all about solving problems, finding innovative ways to drive effectiveness and impact for customers and clients by distilling the complex and unreachable into achievable capabilities and goals.
My role gives me the opportunity to answer an array of business problems for clients, always keeping me thinking, learning and on my toes. Some of these lead to enhanced consumer experiences, leveraging new technologies, and empowering businesses to use data to understand and interact with prospects and customers in more relevant ways.
Ultimately, the joy of seeing data and insight deliver a creative experience, driving impact for clients and engagement for consumers is a win-win that drives me to get out of bed in the morning.
Workwise, what’s exciting you most right now?
MSQ is an extremely exciting place to be right now. The business is growing, and with data, creativity, and experience truly at the centre of our ambitions, I couldn’t be more excited for the road ahead of us.
We have some of the markets leading experts who continuously inspire me and I feel privileged to call my colleagues. Together across numerous agencies within MSQ and multiple markets, we are driving significant business change to truly align expert teams across, Media, CRM, PR, Creative and Tech powered by data to deliver marketing effectiveness combined with data driven creativity, which is unbelievably exciting.
In your career to date, what has given you the biggest sense of pride?
Being recognised in the industry with awards such as the BIMA 100 gives me a huge sense of pride. Taking time to reflect and look back at achievements across my career is a grounding experience which I don’t think we do enough.
I am also very proud to work alongside some incredibly passionate and intelligent peers. This would not be possible without the hard work from my teams and clients to deliver incredibly innovative projects and award-winning work. This is where my pride and ambition truly lies, the ability to deliver impact, solve problems and generate effective data driven business change alongside teams and people who inspire me.
What difference has being part of the BIMA100 made – or what difference do you hope it might make?
Being awarded the BIMA100 has given me a sense of pride, to be recognised alongside some of the industry’s greatest leaders and rising stars.
I also hope the award gives me the opportunity to network with new industry colleagues. To further grow, learn and develop my experience and build my knowledge of exciting case studies.